How a full-funnel campaign on TikTok helped Basic-Fit boost brand awareness and membership subscriptions.

Basic-fit header
8.2 %
Increase in Conversions
5.9 %
Increase in Brand Preference
15 %
Lift in Ad Recall

Objective


Basic-Fit, one of the largest fitness companies in the Netherlands, is known for its low-cost, no-frills approach to fitness, offering affordable memberships and 24/7 access to its gyms.


When the brand sought to accelerate the growth of its fitness club memberships and boost its perception as a brand committed to well-being, it partnered with TikTok to launch a novel, full-funnel campaign, targeted at the platform's large, health-conscious community. Beyond the short-term campaign objective of membership growth, Basic-Fit was keen on fostering long-term customer loyalty and positioning itself as a champion of health and well-being.


Solution


To realise their objectives, they teamed up with marketing agency Maxlead, to develop a full-funnel campaign strategy centered around brand awareness and conversions. The campaign made innovative use of TikTok's advertising, creative and measurement solutions and was built up of three main tactics.


First, they used TikTok Creative Exchange to connect with a creative partner who helped them create a series of fun, authentic, TikTok-first brand videos to compliment their official campaign videos. Both types of creatives centered around the rewarding feeling of exercising with the official campaign videos putting extra focus on the brand's membership promotions.


Second, they decided to bundle different TikTok ad formats, based on the insight that using multiple ad formats has proven to improve brand lift metrics. They used TopView ads for maximum reach and In-feed ads to drive engagement with users when scrolling through their For You feed. On top of the TopView ad, they used TikTok's 'Shake Surprise' interactive add-on, inviting users to engage with the ad by shaking their phone.


Third, they made use of TikTok's Signals Solutions, integrating both the Events API and TikTok Pixel. Installing these features meant marketing data could be shared in a reliable and safe way, each time users took action on their website. This allowed for more precise targeting, extensive campaign optimisation in each stage of the funnel, maximising the performance of their ads.



Results


The campaign produced exceptional results for Basic-Fit. Ad recall increased by 15%, reflecting strong engagement with the TopView ads and proving the impact of the creatives they produced through TikTok Creative Exchange. Brand preference saw a 5.9% lift, indicating a positive shift in consumer perception.


Most importantly, the campaign resulted in an 8.2% uplift in conversions, verified through a conversion lift study. This demonstrated the campaign's success in driving new subscribers.


Overall, Basic-Fit achieved its goals of driving subscriptions, enhancing brand recognition, and positioning itself as a brand that supports well-being.

Limited Period Offer: Spend $100, Get $100 | Spend $500, Get $500 | Spend $1500, Get $1500 + 1-to-1 Expert Support

Terms & Conditions:
  1. To activate this offer, launch your TikTok ad campaign and spend according to the above mentioned tiers within 30 days from registration. Based on your advertising spend, only one of the offer tiers will be applied to your account and you can not use the free credits to avail the next tier.
  2. New registered advertisers are eligible for the offer if they fulfill the following criteria:
    1. The registered advertisers have a self-serve SMB account
    2. The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
    3. Only one new advertising account under one new TikTok For Business account is eligible for this offer.
    4. Multiple advertising accounts under one TikTok For Business account, or a TikTok For Business account with an existing active advertising account are not eligible for this offer.
  3. Provided all eligibility checks are met, credit will be applied to your TikTok For Business account within 7 days - after you cross the highest spend threshold or after the spend accumulation period of 30 days.
  4. If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
  5. You can avail onboarding support after you setup your payment profile and get your account approved.
  6. This offer is contingent upon the advertising account being in compliance with all TikTok advertising policies and general TikTok Coupon Terms.
Get Started
Got it